The Ayrton Senna Institute, ESPM, Ipsos and Smiles held on Monday the 1st Cause Marketing Forum. The event, held at the University’s headquarters in São Paulo, presented unpublished research on the subject and set out to discuss how this business model can engage companies, consumers and the third sector in favor of important causes for society.
The quantitative survey, presented by Ipsos, which interviewed 1,200 people from all regions of Brazil in July, pointed out that for 82% of people, the degree of social responsibility of the company is important when purchasing a particular product or service. In addition, 92% of people believe that corporations must do more to contribute to society. When presented to the concept of Marketing Cause, 8 out of 10 people are favorable.
The qualitative research, coordinated by ESPM, showed that Cause Marketing still has a lot of room to grow in Brazil. Experts, NGO representatives and companies interviewed agree that long-term actions, aligned with the brand’s strategic objectives, bring gains for everyone, especially in the area of ??reputation.
The Forum ended with a debate on the topic, calling on participants to engage and spread more and more the Marketing of Cause in Brazilian society.
Ayrton Senna Institute